KBS, MBC and SBS compete with AI tools, XR technology and unconventional panel lineups for the June 3 local elections
South Korea's three major broadcasters — KBS, MBC and SBS — are gearing up for an intense competition in their election night coverage of the 9th nationwide local elections on Wednesday.
MBC seized the upper hand in election broadcasting a year ago when it was the only network to post double-digit viewership ratings during the 21st presidential election. This year, all three networks are going all-in again — deploying cutting-edge AI technology, distinctive panel lineups and K-culture themes in what promises to be blockbuster-scale coverage aimed at winning over viewers at home.
ChatGPT reads the race: election night enters the AI era
AI is by far the biggest theme in this year's election broadcasts. All three networks plan to use AI for real-time analysis of the electoral landscape and dynamic visual content, delivering a more layered picture of vote-counting results as they shift by the minute.
SBS has partnered with OpenAI to debut what it calls the first-ever real-time AI election broadcast. The network will run an "AI situation room" that analyzes public sentiment and the state of the race in real time, delivering vote-count updates quickly and intuitively. GPT-5.5 will power the election data analysis.
"ChatGPT will analyze SBS's structured data in real time and visualize it through election graphics," the network said. Its AI win-probability system has also been upgraded, built on OpenAI's coding agent Codex.
SBS is also leaning heavily on AI for video production. The main title sequence and exit-poll countdown video for this year's election broadcast were created by artist Choi Se-hun — a member of OpenAI's creator support program — using ChatGPT-based AI tools.
KBS will use advanced AI video and 3D graphics to help viewers grasp the overall picture at a glance, rendering nationwide turnout figures, regional vote-count rates, candidate vote-share trends and shifts in closely contested races as three-dimensional maps and dynamic visuals.
MBC is aiming to deliver both excitement and emotional resonance through a range of data formats blending live footage, computer graphics and generative AI. The centerpiece is a sweeping "data panorama" — election results displayed across a main LED screen measuring 33.7 meters wide and 6.5 meters tall, with visuals rendered at up to 18K ultra-high resolution for maximum immersion.
MBC will also introduce "Cube M," an LED cube making its debut in election broadcasting. The 3-by-3-by-3-meter structure will work in tandem with the main LED screen to create dynamic visual spectacles throughout the night.
K-culture takes center stage: the National Museum of Korea enters election night
The National Museum of Korea is another star of this year's election broadcasts. As K-culture continues to spread globally and domestic interest in traditional culture grows, all three networks are incorporating the museum — a symbolic home of Korean heritage — as a backdrop for their coverage.
KBS will build a special stage called the "K Zone" on the museum grounds under the concept "Asking about the future from the heart of K-culture." The zone will use artifacts from regions across the country to visually illustrate how voters' choices translate into local governance outcomes.
"After close consultations with the National Museum of Korea, a historic agreement was reached," KBS said. "We plan to convey voters' choices — their aspirations for national pride and a new leap forward — from this symbolic space where centuries of history have accumulated."
SBS, long known for its witty election graphics, is introducing extended reality (XR) technology this year for more sophisticated and visually striking real-time vote-count displays. Among the planned segments is "The National Museum of Korea Comes Alive," which brings the museum's signature artifacts to life through animated graphics — blending the dignity of tradition with a playful touch for audiences of all ages.
MBC will use augmented reality graphics to recreate the museum's interior as a virtual studio set. The network has also prepared special segments including "Rewriting Hunminjeongeum," which revisits the birth, trials and resurgence of hangul, and "Revisiting Korea: Our Year," a look back at the past year in South Korea.
'Who needs variety shows?' Chungju Man joins a star-studded lineup
The on-air talent and panel lineups are more eclectic than ever. Alongside politicians and political commentators, the broadcasts will feature YouTubers, idol group members and top tutors.
MBC is launching a new segment called "Seoul or Chungju?" featuring viral internet personality "Chungju Man" Kim Seon-tae, science communicator Gwedo and French broadcaster Fabien. The three will offer their distinct perspectives on regional balanced development and the significance of local elections in a lighthearted format. Anchor Kwon Sun-pyo will host MBC's flagship debate segment "Discussion M."
KBS has prepared an in-depth political talk show called "K-Talk" with eight panelists representing both sides of the aisle and the political commentary world. A dedicated studio has been set up so panelists can analyze live vote-count data as results come in.
Before polls close and immediately after the exit poll announcement, the panelists will include Democratic Party of Korea lawmaker Jeon Hyun-hee, Youth Foundation chairman Oh Chang-seok, former Liberty Korea Party floor leader Kim Sung-tae and former People Power Party spokesperson Kang Jeon-ae. Once full vote counting begins, Democratic Party lawmaker Han Jun-ho, political commentator Kim Jun-il, People Power Party lawmaker Park Jeong-hun and Public Discourse Center director Jang Seong-cheol will take the panel seats.
SBS has teased a no-holds-barred political debate with "Direct Hit," a talk show pitting Democratic Party lawmaker Park Ji-won against former People Power Party leader Hong Joon-pyo. The network is also preparing a segment on the 30-plus-year history of local self-governance hosted by star tutor Lee Ji-young, a lively "Energy Deputy" corner hosted by comedian Kim Hye-seon, citizen-focused content from the popular middle-aged couple channel "Romantic Couple," and a performance by sign-language idol group Big Ocean to reinforce the broadcast's barrier-free accessibility.
Nam Seung-mo, head of SBS's election broadcast planning team, said the network worked hard to ensure panel discussions would not devolve into predictable talking points. "We put a great deal of thought into capturing diverse voices across generations, social classes and political camps," he said. "We poured our hearts into making this vote-count broadcast one that turns the hard edges of politics into something enjoyable — so voters can experience the election results like a festival."
balme@heraldcorp.com
